David Barboza

Senf Consulting has been adding value to companies in the Fast Moving Consumer Goods, Retail, Health Industry and others in subjects such as : Strategic Planning based on the Balance Scorecard Model, Innovation and Marketing and providing hands on project tasks with medium size companies. Companies: Lanco Paints; Alimentos Jacks de Centroamerica; Fundacion de Cuidados Paliativos; Juturna Water; Eurociencia ; AMPM FRESH Market

-Developing first ever Strategic Plan ( Balance Scorecard Model ) -Responsible for all Communications Efforts such as Advertising, Promotion, Public Relations. -Maintain Market Leadership in Costa Rica while responding to Low Price competitors. -Developing the CRM Strategy that integrates the retail stores and call center with consumers and vendor programs. ( Vendors Loyalty Programs & Stores and Call Center ) -Responsible for Communications Strategy including Public Relations initiatives -Developing Growth Plans and retail dynamics for our clients and for our customers B2B and B2C -Coordinate all Marketing Research efforts in order to develop a Business Strategy. -Develop Farmacias Fischel Prototype for the future and prototype testing ( Mktng Research) *Cefa Fischel´s Acquisition led to major restructuring of the company.

-Developing & Executing Cek´s Strategic Plan (Balance Scorecard Model) -Relaunching Cruz Verde, Limpex and F40 Brands -Redirect Marketing and Sales efforts in Costa Rica, Guatemala and Salvador and improve significantly the marketing and financial situation. -Introducing 23 sku’s of Lysol Cleaning Tools Regionally in WalMart Central America and Mexico including Soriana, Comercial Mexicana. -Introduce Medlines DME, Ortho and Wound Care Categories in WalMart Central America. -Designing and Executing relaunch campaigns in Mass Media as well as digital media. (Facebook) -Establish an effective B2B Marketing Platform (Institutional Business) which after a year generates 10% of the business revenue - Orchestrating the Spin Off of the retail division with Aureos Capital (Private Equity Fund & Partner)

-Developing the marketing strategy for the Launch of Milka Brand and Shot Brand regionally -Responsible for Communications Strategy from Design to Execution -Maintain Share of Market Leadership in Chocolate 55% and Sugar 52%. -Successfully launching Kiss Cool in Costa Rica (Latin America Pilot Project) -Responsible for the Marketing Research Studies (Consumer&Store Audits&Focus Groups ) -Development of new Gallito Display Concept for downtrade and implementing it Nationwide and in Dominican Republic. -Executing Key Initiatives on the Strategic Plan to obtain desired profitability (Balance Scorecard Model) -Increase the Powder Soft Drink Markets SOM in double digits via P.O.P. displays

-Responsible for Axion, Suavitel, Ajax, Vel, Fab brands among others -Responsible for Communications Efforts including Advertising, Promotion and Public Relations -Increasing fabricSoftener incidence (+ 5%) while maintaining its market leadership. -Responsible for Marketing Research Studies ( Consumer & Store Audits & Focus Groups and Pricing Studies) -Launching Suavitel’s and Ajax new line of sachets for down trade and increasing distribution levels 20%. -Responsible for the Downtrade Display program in the region -Increasing Axion (dishwasher) volume and sales on a year basis. -Presiding the Chairman’s “You can make the Difference” program for three years. ( including nternal Communications efforts )